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題名:FCB的廣告規劃策略在休閒產業的應用:產品類別與廣告呈現方式對品牌經驗的交互效果
書刊名:服務業管理評論
作者:張曼玲錢曉慧李奇翰
作者(外文):Chang, Man-lingChien, Hsiao-huiLi, Chi-han
出版日期:2012
卷期:10
頁次:頁1-27
主題關鍵詞:品牌經驗廣告呈現方式FCBFCB gridBrand experienceAdvertising planning
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:6
  • 點閱點閱:27
期刊論文
1.Whelan, S、Wohlfeil, M.(2006)。Communicating brands through engagement with ‘lived’ experiences。Journal of Brand Management,13(4/5),313-329。  new window
2.Chattopadhyay, Amitava、Laborie, Jean-Louis(2005)。Managing Brand Experience: The Market Contact Audit™。Journal of Advertising Research,45(1),9-16。  new window
3.張宏生、曾建銘(20081200)。零售業品牌聯想、品牌形象與品牌個性之矩陣關係研究。服務業管理評論,3(2),1-16。new window  延伸查詢new window
4.Athiyaman, A.(2008)。E-commerce in non-metro regions: on-line purchases and implications for businesses。Academy of Marketing Studies Journal,12,81-93。  new window
5.Blackwell, R. D.、Paul W. M.、James F. E.(2006)。Observations: building brand equity by managing the brand’s relationship。Journal of Advertising Research,32(3),79-83。  new window
6.Choi, S. M.、Lee, W. N.、Kim, H. J.(2005)。Lessons from the rich and famous: a cross-cultural comparison of celebrity endorsement in advertising。Journal of Advertising,34(2),85-98。  new window
7.Cunningham, L. F.、Young, C. E.、Lee, M.、Ulaga, W.(2006)。Customer perceptions of service dimensions: cross-cultural analysis and perspective。International Marketing Review,23(2),192-210。  new window
8.Dube, L.、Chattopadhyay, A.、Letarte, A.(1996)。Should advertising appeals match the basis of consumers' attitudes?。Journal of Advertising Research,36(6),82-89。  new window
9.Mortimer, K.(2002)。Integrating advertising theories with conceptual models of services advertising。Journal of services marketing,16(5),460-468。  new window
10.Schembri, S.(2009)。Reframing brand experience: The experiential meaning of Harley-Davidson。Journal of Business Research,62,1299-1310。  new window
11.Schmitt, B.(2009)。The concept of brand experience。Journal of Marketing,16(7),417-419。  new window
12.Smith, J. B.、Bristor, J. M.(1994)。Uncertainty orientation: Explaining differences in purchase involvement and external search。Psychology & Marketing,11(6),587-607。  new window
13.劉怡秀、潘偉華、鍾志強(20050600)。運動健身俱樂部之運動指導員休閒參與、職場生涯發展與工作倦怠之研究。大專體育學刊,7(2),11-24。new window  延伸查詢new window
14.Kim, J.、Morris, J. D.(2007)。The Power of Affective Response and Cognitive Structure in Product-trial Attitude Formation。Journal of Advertising,36(1),95-106。  new window
15.Brakus, J. J.、Schmitt, B. H.、Zarantonello, L.(2009)。experience: What is it ? How is it measured ? Does it affect loyalty。Journal of Marketing,73(3),52-68。  new window
16.Petty, R. E.、Cacioppo, J. T.(1984)。The effects of involvement on response to argument quantity and quality: Central and peripheral routes to persuasion。Journal of Personality and Social Psychology,46(1),69-81。  new window
17.Vaughn, R.(1986)。How advertising works: A planning model revisited。Journal of Advertising Research,26,57-66。  new window
18.Stafford, M. R.、Day, E.(1995)。Retail Services Advertising:The Effects of Appeal, Medium, and Service。Journal of Advertising,24(1),57-71。  new window
19.Ratchford, Brian T.(1987)。New Insights About the FCB Grid。Journal of Advertising Research,27(4),24-38。  new window
20.Vaughn, Richard(1980)。How Advertising Works: A Planning Model。Journal of Advertising Research,20(5),27-33。  new window
21.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research,34(3),347-356。  new window
22.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
23.Morrison, Sharon、Crane, Frederick G.(2007)。Building the service brand by creating and managing an emotional brand experience。Journal of Brand Management,14(5),410-421。  new window
24.Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research,29(4),595-600。  new window
25.Baker, W. E.(2001)。The diagnosticity of advertising generated brand attitudes in brand choice context。Journal of Consumer Psychology,11(2),129-139。  new window
26.Weinberger, M. G.、Spotts, H. E.(1989)。A situational view of information content intv advertising in the u.s. and u.k.。Journal of Marketing,53(1),89-94。  new window
27.Kantanen, T.、Tikkanen, I.(2006)。Advertising in low and high involvement cultural tourism attractions: Four cases。Tourism and Hospitality,6(2),99-110。  new window
學位論文
1.呂學進(2001)。涉入程度、購買動機與品牌權益關係之研究--以FCB模型為產品分類之實證(碩士論文)。中原大學。  延伸查詢new window
2.陳蕙卿(2003)。品牌個性契合度與產品互補性對品牌聯盟成效之影響(碩士論文)。真理大學。  延伸查詢new window
3.林棨旺(2003)。廣告訊息、產品類型與先前品牌態度對廣告效果交互影響之研究(碩士論文)。義守大學。  延伸查詢new window
圖書
1.Norton, P.(2003)。An alternative to traditional online course management tools。Association for the Advancement of Computing in Education。  new window
2.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey:Prentice-Hall Inc.。  new window
3.吳萬益(2008)。企業研究方法。臺北:華泰文化事業股份有限公司。  延伸查詢new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
 
 
 
 
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